Marketing concept represents the idea that the purpose of marketing is to help an organization meet its objectives (Darroach et al. 2004). Market orientation has been suggested as a means to implement the marketing concept (Koli and Jaworski (1990). Reflecting the key concepts of marketing at...

This study examines the effects of congruity between a parent brand and its extensions with consumers' brand extension evaluations. Two alternative predictions on brand extension evaluations, the fit hypothesis and an inverted U-shaped hypothesis based on Mandler's model, (1982) are contrasted....